While we don’t have to submit to an objective personality analysis when we consider our next vehicle, if we did, what human types might migrate to certain nameplates? Could we plot an accurate ego and ID demographic for SUV buyers over subcompacts, or muscle coupes over more sedate sedans?
If you completed such a survey in a crowd of Mini owners, you’d quickly run out of graph charts due to the variety, but there would be one overriding trait that would cut through age and career statuses, or marker lines of financial resources and type A or type B drivers. That trait is an innate desire and skill for self-expression. If you want proof, check out the next gathering of Mini owners and cruise the parking lot to see if you can find two that are exactly the same — amazing task considering the vehicle only landed on our shores a scant 12 years ago.
On Saturday, Aug. 22nd, and Sunday, the 23rd, anyone travelling the highways of Eastern Ontario and Western Quebec had the chance of encountering several convoys of the collective creativity that is a Mini Invasion. This is the third such event organized and sponsored by Mini Canada. Current Mini owners were invited to take part in a very social incarnation of a road rally with drivers travelling the scenic routes to Ottawa from Toronto, Montreal, southeastern Ontario, most of the Atlantic Provinces, and some from the northeastern U.S. Departure times were scheduled to allow as many participants as possible to enjoy the various pit stops (shopping, sightseeing, refreshments) along the planned routes while doing what seems to come very naturally for this mix: socializing.
2015 Mini Invasion in Ottawa
Brian Turner, Driving
A total of over 300 vehicles, 640 passengers and 23 pets made the trek, including a large group from Ottawa who met up with the main convoys at one of the closer pit stops. This was twice the turnout of last year’s event in Niagara-on-the-Lake, which included a large U.S. contingent.
The final stop on Saturday was a celebratory gathering at the former Domtar lands of the Ottawa River where Miniacs, as they’re known, arrived for an evening of good food, entertainment, socializing and more than a few discussions and displays of just how Minis can be adapted, personalized and modified by their owners. Other than the established rule that you won’t find any two the same, you’ll also find that Minis are plated with more personalized licence tags per vehicle than any other make in Canada.
BMW is enjoying great rewards from its decision to purchase and revive the iconic British nameplate back at the beginning of this century. Their sales to date are up 37 per cent over last year and they are firmly entrenched as a solid niche market player in this country, among others. They currently offer eight models ranging from the entry-level three-door hatch (starting at $20,990) to the upscale Pacemen (starting at $31,200). Mini recently announced its decision to eliminate three models going forward (Roadster, Coupe and Paceman), but Mini Canada Director Adam Shaver doesn’t think it will have any negative effect on sales. While he admits it goes against the auto industry equation of more models equals more sales/market share, he believes that it will allow his company to focus on growing core models by successfully fitting the extremely wide demographic that is the Mini owners group.
Mini owners gather for a group shot during the 2015 Mini Invasion in Ottawa.
Brian Turner, Driving
When questioned, few of the Mini Invasion participants would readily admit to have made a solely emotional decision when they purchased their drive. They quoted the stock reasons you’d expect from any good Canadian: right size, great fuel mileage, can haul family (think Countryman model), good in winter (yes, Mini has optional all-wheel drive), and other responsible things. But if you politely pry a little, most will admit to enjoying the instant new circle of friends that buying a Mini brings, and the opportunity to start with a blank canvas that they can adorn and modify to suit their style. Official and unofficial Mini clubs and Internet forums let owners share tips and ideas, and provide a chance to organize weekend pleasure drives. As with the Mazda MX-5 (Miata), there are Mini owners clubs and groups in almost every region of Canada, and they love to organize outings and special events.
At the Saturday evening soiree of this year’s Mini Invasion, they handed out trophies; Christina Kroner, of Toronto, took home the Prime MINIster’s award for best in show with her lil’ Cooper. The MINIster of Transportation prize for the longest distance driven went to Tim Richardson, of River Port, Nova Scotia (he travelled 1,533 kilometres). To prove that the Mini family really is all-inclusive and respectful of their car’s history, they gave a Heritage Mini medal to Miguel Plano, of Gatineau, Que., for his classic Mini Moke.
Mini owners really do represent a wide spectrum — it’s very difficult to find a dominant age or life stage grouping. At this year’s event there were novice drivers, singles, couples, families, retirees and seniors coming from all walks and auto-brand ownership. When out from behind the wheel, they could easily pass for any calm, orderly neighbour, co-worker or relative. But when they join their family member that lives in the garage, they become drivers who know how to put spirit back into their commutes.
The Heritage Mini medal went to Miguel Plano, of Gatineau, Que., and his classic Mini Moke.
Brian Turner, Driving
